Первоначальная концепция EX-PRESSO
EX-PRESSO — проект о переосмыслении кофеиновой зависимости
и культуры постоянной продуктивности. Пользователь проходит тест на уровень усталости, получает рекомендации и знакомится с альтернативами кофе через специальные наборы напитков
без кофеина.
Серия боксов помогает постепенно отказаться от стимуляторов и восстановить естественный уровень энергии и сформировать более здоровые привычки.
Ребрендиг с помощью ИИ — «RE: SET»
RE: SET — новое переосмысление исходного проекта с более спокойным, современным и минималистичным характером. Название отсылает к идее перезагрузки и постепенного изменения повседневных привычек. В основе бренда остаются четыре этапа — Ground, Balance, Flow и Rest, каждый из которых получил собственный цвет и графический образ.
Новая айдентика строится на мягких геометрических формах, округлой типографике.
RE: SET сохраняет первоначальную идею отказа от зависимости от кофеина, но превращает её в более цельный лайфстайл-бренд, в котором акцент сделан на индивидуальном ритме жизни, балансе и заботе о себе.
I have an old brand called EX-PRESSO, an anti-coffee club that helps people reduce caffeine through a self-awareness test, alternative drinks and four ritual boxes. I’m attaching its description and original designs. I want to completely rebrand it: change the name, logo, colors, fonts and graphics, and remove the cup mascot. Keep the idea of finding a calmer daily rhythm, but make it feel like a modern botanical startup. Let’s call it RE: SET, with four stages: GROUND, BALANCE, FLOW and REST. Create a horizontal identity board with a rounded geometric wordmark, Manrope typography, stage icons and simple shapes like loops, circles and arches. Use ivory F8F6EF, pistachio B9E6B4, dark green 21463B, yellow F4E89C and coral FF8869. For now, show only the new identity, without product mockups.
Продукция
Apply the RE: SET identity to four closed ritual boxes on light travertine steps. Use pistachio and a loop for GROUND, yellow and a circle for BALANCE, coral and a loop for FLOW, and ivory with a dark-green arch for REST. Keep the approved logo, stage numbers and matte packaging.
Create a series of four open RE: SET ritual boxes viewed from above, with the lids on the left and neatly arranged contents on the right. Each box should have its own color and graphic element: pistachio GROUND, yellow BALANCE, coral FLOW and dark-green REST. Include herbal sachets, small guides, cards, stickers and matching keychains. Add a habit tracker for GROUND, a notepad for BALANCE, a notebook for FLOW and a sleep mask for REST. Keep the packaging consistent, with the RE: SET logo and a clean, realistic presentation.
Create four aluminum cans for the RE: SET botanical drinks. Give each can its stage color and symbol: green loop, yellow circle, coral loop and dark-green arch. Place them on travertine steps with herbs nearby and a little condensation on the cans.
Show the same four drinks in clear glass bottles with simple RE: SET labels. Add one short glass with ice next to each. Use pale green, golden, ruby-red and amber liquids, with botanical details and the same warm stone setting.
Кейвизы
Let’s make five key visuals for RE: SET. Start with a large billboard on a sunlit city street. Put a calm portrait with closed eyes, the green loop and RE: SET logo on the ad. Add 'RESET YOUR RHYTHM' and 'BOTANICAL ENERGY. ZERO CAFFEINE.'
For the second key visual, place the campaign on the side of a white city bus. Use a large green loop, the RE: SET logo and four stage dots. Add the Russian headline 'ЧЕТЫРЕ ЭТАПА. ОДИН РИТМ.' and keep it readable across the bus windows.
Create a wide RE: SET ad on a modern metro platform. Use an ivory background, green loop and logo. Put «МЕНЬШЕ КОФЕИНА. БОЛЬШЕ СЕБЯ.» on the left and show all four botanical drinks in glasses on the right.Make a vertical digital citylight ad on a tram street after rain. Show the BALANCE can close up, the green loop and RE: SET logo. Write «ПЕРЕЗАГРУЗИ ДЕНЬ» and «НАПИТКИ БЕЗ КОФЕИНА». Add natural reflections on the wet pavement.
Decorate the glass storefront of a RE: SET shop. Stretch a large green loop across the windows and add «МЕСТО ДЛЯ ПАУЗЫ» with the logo. Show four branded cans on a travertine display inside, with plants and warm lighting.
Create three RE: SET advertising posters in black frames on a stone wall. GROUND should be green with a calm portrait, FLOW coral with a woman in motion, and REST dark green with a resting person. Make them look like one campaign.Take the coral FLOW poster from the previous series and show it separately near the stairs of a modern station. Keep the poster design, text and model exactly the same; only change its surroundings and viewing angle.
Мерч
Design a RE: SET merchandise photo with two ivory oversized T-shirts, a canvas tote and a reusable pistachio bottle. Use small logo prints on the shirts and a large green loop on the bag.
Приложение и карта лояльности
Design a RE: SET digital loyalty card on a black smartphone held in a hand. Use an ivory screen with the logo, «ПРИВЕТ, АННА», a 15% discount, a large QR code and four stage markers. Add subtle green and coral details.Create another RE: SET app screen on a phone lying on beige stone. Use a dark-green interface with the logo, «ТВОЙ РИТМ», a green loop, four stages, a 4/6 drinks progress indicator and the button «МОЯ КАРТА».
Пространство
Show a wide view of a small RE: SET flagship shop. Use cream walls, travertine, light wood, plants and warm daylight. Put the logo and green loop on the back wall, with ritual boxes and drinks displayed on shelves.
Create a RE: SET botanical tasting bar with curved oak counters, ivory walls and linen stools. Use the logo and green loop on the main wall. Add four arched niches labeled GROUND, BALANCE, FLOW and REST, with matching drinks and boxes.
